The saying Timing Is Everything has had its day. Now, with the fast-moving, interactive, shallow-concentration days of the Internet and social media, placement is everything. If you can get you message across in exactly the right place at exactly the right time, you’re in there. The trouble is, no matter how many algorithms may be produced, no matter how well planned, no matter how much money a campaigner or business is prepared to spend – and does spend – luck is also a big part of the draw.

Screenshot Source: Twitter / Guardian

In an ideal world everything would work out exactly as these two Tweets have. They appeared on my Twitter timeline together, enhancing one another as nothing else can – not that I am suggesting that Piers Morgan is either middle-aged or under threat – and would probably have been the joy of anyone in the advertising industry, had one or the other been an advert.

Screenshot Source: Twitter / Piers Morgan

As it is luck played her part, and placed them together, one playing on the content of the other. Not even Facebook can do things like that, and they’ve got more experience than any other company in the world.